The Satte Pe Satrah initiative was carried out among media and advertising executives in the two cities in order to create awareness about the radio station

Though & #BANNER1 & # My FM does not air from Delhi and Mumbai, the radio operator recently conducted an initiative for advertising and media agencies in these cities to enable them to experience the brand.

Called Satte Pe Satrah - The Power of 17 and indicating the presence of My FM in seven states with 17 stations, the activity saw RJ (radio jockey) Gagan from Chandigarh and RJ Mohit from Indore conducting live radio shows in Delhi and Mumbai, respectively.

"Since our station is not available in these cities and they are important markets, we decided to take our brand to them," says Ritu Chhabra, national head, brand, My FM.

Speaking to afaqs!, Chhabra acknowledged that the FM radio operator will venture into these two markets in the near future. Not only are these two markets frontrunners in revenue generation, which, in turn, will help My FM to boost its performance in Tier II and Tier III towns, moving into them will also serve the radio station's ultimate goal of being one of the top three radio operators in the country.

Commenting on the initiative, Harrish M Bhatia, chief operating officer, My FM, says, "As a radio station, we always endeavour to involve our associates in our activities, just like we involve our listeners. The Satte Pe Satrah activity was planned for the advertisers and media planners to have a firsthand experience of My FM."

The Satte Pe Satrah activity saw participation from more than 200 advertising executives and media planners from agencies in both Mumbai and Delhi. The activities included a floor game, in which the participants threw rings. If they hit a target named after a city where My FM was present, they got gifts.

The audience also had an experience of simulated radio as RJs Mohit and Gagan conducted their regular shows. "The idea was to showcase our content and how our RJs run the show, which in effect is infotainment," says Chhabra.